Puerto Rican pop visionary Rauw Alejandro will be honored at the 38th annual Hispanic Heritage Awards.
On Wednesday, the Hispanic Heritage Foundation announced that the singer-songwriter will receive the 2025 Hispanic Heritage Award for Vision, a title that honors his groundbreaking contributions to Latin music and his role in shaping its global future.
“As an artist in constant motion, Rauw Alejandro embodies the very essence of the vision award, bold in creativity, future-focused in his global impact and unapologetically original in everything he does,” says Antonio Tijerino, president and chief executive of HHF. “His work is not just music, it’s a movement that confirms what Latin artists mean to the world.”
The award, established by the White House in 1998, is bestowed on notable public figures for their accomplishments and cultural contributions to the Latino community. Past honorees, specifically in the vision category, include Wisin, Ivy Queen, Bad Bunny, Residente and more.
Read more: Disco, dembow and discarded bras: Backstage with Rauw Alejandro
The 32-year-old songwriter from San Juan welcomed the award with an unveiling of his own: the title of his next album, “Cosa Nuestra: Capítulo 0.”
“This is just the beginning … with my next project ‘Capítulo 0’ I want to keep showcasing not only Puerto Rico, but the full essence of the Caribbean.”
News of this honor should not come as a surprise to those who have been following Rauw Alejandro’s career and hustle. His 2020 debut album, “Afrodisíaco,” earned him his first Grammy nomination for best urban music album, as well as a Grammy nod for best new artist.
Throughout the years, the eclectic singer-songwriter and dance phenom has innovated the Latin music scene with the release of experimental albums like his electronic and R&B-inspired LP, “Vice Versa,” in 2021; his techno-infused psychedelic album, “Saturno,” in 2022; and his beachy follow-up, “Playa Saturno,” in 2023.
In 2024, Rauw Alejandro released his fifth studio album, “Cosa Nuestra,” a project inspired by New York City’s salsa music scene in the 1970s. Upon its release, the record landed him the No. 1 spot on Billboard’s Latin Albums chart, and No. 6 on the Billboard 200. The critically-acclaimed album is likely to claim top prizes at the upcoming 2025 Latin Grammys.
“‘Cosa Nuestra’ has always been my way of representing my island, my culture, and my people — wherever they may be,” said Rauw Alejandro in a statement. “Every detail — the beats, the visuals, the dancing — reflects part of our Puerto Rican roots and our connection with other sister cultures, because we’ve been shaping the history of music for a long time.”
The 38th annual Hispanic Heritage Awards will take place on Sept. 4 at the Warner Theatre in Washington, D.C. To date, this year’s honorees include NPR’s Felix Contreras, stoner comic Cheech Marin, Rizos Curls chief executive Julissa Prado and more.
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This story originally appeared in Los Angeles Times.
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